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Finding Your Brand Voice

Finding Your Brand Voice

Finding Your Brand Voice


What exactly is a “brand voice” and how do I get one?

Your Brand is not your logo, your tagline, your product, your service. It may be portrayed through these things, but they are not in fact your brand.

Your Brand is the consistent message that is delivered every time someone comes in contact with your company. It’s how and why your customers feel the way they do when interacting with your company. And it’s the reason they keep coming back for more.

Another way your brand is carried out to your customers is through your brand voice. Brand voice is the human element of your brand. Think of it as the brand’s personality.

What does your business stand for?

Your brand voice is all about how you communicate who you are and why customers will choose you over anyone else. You must be able to communicate your value to give your brand the voice it deserves. The moment you can’t communicate your value, your brand means nothing. Decide who you are, who your company is and what you believe. Be sure everyone on your team is on the same page. Understanding this and truly believing in it will give you the push in the right direction toward finding the voice in your brand message.

Developing your brand voice

If your brand was a person, how would you describe him/her? How would you want other people to describe him/her? Think about the keywords related to how you described that person. Was it complex? Was it passionate? Was it energetic? That is how you are going to be able to formulate your brand voice. Using those key descriptive words your brand now can be formulated into tone and voice. For example, the person you described may have been energetic, so your tone would be playful. This is just a scratch at the surface of being able to really dive deep into the voice in your brand message.

Utilizing your brand voice

As your business develops, it is important to remember that your brand does not have to develop with it. Your brand is how you are portrayed by customers. It is how you interact. When used correctly, you may notice your business relationships strengthen and social media interactions will get easier. The more stable your overall brand is, the more recognition and loyalty you will receive. Because of this, it is important to start your business with a solid branding foundation.

Remember that every time you share something on social media, speak at a conference, set up a Facebook Advertisement, you are displaying your brand voice. Developing a strong, authentic brand and delivering it consistently is the foundation upon which every successful business is built. And we can help you with the first steps. Let’s start today in defining your Brand Voice.

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How to Write a Vision and Mission Statement

How to Write a Vision and Mission Statement

How to Write a Vision and Mission Statement

A Vision Statement and a Mission Statement are key elements of any successful business. These statements help direct all of your business efforts, help employees stay aligned with company goals, and help your customers understand your story.  

As important as they are, and as easy as they sound to write, they can actually be quite the struggle! Writing your mission and vision statement can seem like a daunting task, but we will walk you through the process step by step.

First, you need to understand the differences between a Mission and Vision Statement. It may seem like the same thing at first take, but really a mission statement and a vision statement are two different things that work cohesively in your business.

What is a Vision Statement?

A Vision Statement is all about where you want your business to go. Have some fun and start thinking big about the future! Don’t think of the how or why now. Try to think ten years out.

Your Vision Statement will help guide you in business decisions big and small. When faced with a choice, you can refer back to your Vision Statement and decide which route aligns most with your vision for the business.

How to Write a Good Vision Statement

Before writing a Vision Statement, think about what your big goal is. What are you trying to provide, change, or accomplish in the long term? Write down that goal at the top of your brainstorming sheet.

Your Vision Statement can be as short or as long as you’d like, as long as you feel your goal is known. There is no “perfect” length–it’s up to you! We suggest writing something long enough to get your point across, but short enough that you can remember it and share it with investors, customers, and employees easily. This could mean one sentence, a short paragraph, or a few short paragraphs.

Use language that you are comfortable with in your Vision Statement. Avoid lengthy jargon that some may not understand. Stick to words and phrases that help you convey what your aspirations are for your business. Don’t be afraid to write something inspirational or motivational–you want the Vision Statement to inspire!

What is a Mission Statement?

A Mission Statement is slightly different than your Vision Statement. Where a Vision Statement talks about where you want to go, your Mission Statement talks about how you are going to get there. The Mission Statement shows what your business is doing to accomplish what you’ve outlined in your Vision Statement.

Where you dream big in your Vision Statement, your Mission Statement needs more practical and realistic ideas that will help you reach your Vision. Your Mission Statement should be focused on smaller accomplishments that will drive the business to the end goal.

How to Write a Good Mission Statement

Start writing your Mission Statement by referring back to your Vision Statement. If you want to change the world, you’ve got to have a plan! Brainstorm several smaller, realistic ways that your business could achieve that goal. Ask yourself, “How do I make my Vision Statement come true?”

Once you have a list of a few or several ways you can achieve your Vision, combine those ideas into statements. Review your statements and check each one with your Vision Statement, making sure that each one can in fact help you reach your goal.

Examples of Vision and Mission Statements


Company: Amazon
Vision: To be Earth’s most customer-centric company, where customers can find and discover anything they might want to buy online.
Mission: We strive to offer our customers the lowest possible prices, the best available selection, and the utmost convenience.


Company: TED
Vision: We believe passionately in the power of ideas to change attitudes, lives and, ultimately, the world.
Mission: Spread ideas.


Company: AirBnB
Vision: Tapping into the universal human yearning to belong — the desire to feel welcomed, respected, and appreciated for who you are, no matter where you might be.
Mission: Belong anywhere.


Company: Toyota USA
Vision: To be the most successful and respected car company in America.
Mission: To attract and attain customers with high-valued products and services and the most satisfying ownership experience in America.


Company: Ebay
Vision: Our vision for commerce is one that is enabled by people, powered by technology, and open to everyone.
Mission: To be the world’s favorite destination for discovering great value and unique selection.


Company: Southwest Airlines
Vision: To become the world’s most loved, most flown, and most profitable airline.
Mission: The mission of Southwest Airlines is dedication to the highest quality of customer service delivered with a sense of warmth, friendliness, individual pride, and company spirit.


Company: Whole Foods
Vision: Whole foods, Whole People, Whole Planet.
Mission: Whole Foods Market is a dynamic leader in the quality food business. We are a mission-driven company that aims to set the standards of excellence for food retailers. We are building a business in which high standards permeate all aspects of our company. Quality is a state of mind at Whole Foods Market.


Company: Ikea
Vision: To create a better everyday life for the many people.
Mission: Offer a wide range of well-designed, functional home furnishing products at prices so low that as many people as possible will be able to afford them.

Constantly Review

Your Vision and Mission Statements are not static documents. You are allowed to change your Vision and Mission Statements as your business changes. Review these regularly and make slight changes as necessary.

When you come across new decisions to make for your business, you can refer back to your Vision and Mission Statements to check which choice to make. Vision and Mission Statements are incredibly helpful in making business decisions.

Your Vision and Mission Statements can even help with your company branding, website, and more! If you need help putting your Vision and Mission into your company branding, consult with CAST Design Team. A team of highly qualified designers can help you take your vision and expertly include it in your design!